Social media and online reviews bring an incredible new level of accountability to the customer service equation. The internet enables consumers to reach out to companies and service providers in brand new ways, and I believe the transparency that exists because of these online tools is a great thing for commerce. However, there’s a difference between feedback and online attacks.

Companies that fail to deliver on their product and brand promises are quickly weeded out, and frankly, it’s keeping many business owners on their toes. However, sometimes these powerful tools are misused, and it’s important for both individuals and businesses to understand that one should not go on social media and bash a company without considering the consequences. A couple cases have been publicized recently.

Conservative commentator Ann Coulter caught considerable heat recently for her online tantrum about Delta Airlines. If you haven’t heard the story, Coulter had her seat assignment changed and got very upset. I guess sitting by the window or aisle or whatever is extremely important to her. She felt wronged by Delta, yet before the airline could even make an apology to her, she started tweeting and tweeting and tweeting her disgust. She wanted to really hurt the airline; instead, she ended up just making herself look petty and foolish.

Here’s the thing, we all make mistakes. In the grand scheme of life, Coulter’s seat change is a pretty minor thing, and most of us understand that businesses make mistakes. But Coulter went bonkers, and her acrimonious online attack didn’t fit the crime. Delta, thankfully, did not roll over for her. The airline apologized for the mistake, gave her a refund for the change fee and then did something that I thought was really important. They scolded her.Read More

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